Regent Street Windows 2014

Location London W1

Status Completed September 2014


Squire and Partners’ Regent Street Window design for Brooks Brothers, the oldest American apparel brand, was conceived following a discussion about shared values of heritage, craftsmanship and quality. The concept draws on the iconic Golden Fleece, the historical symbol of wool merchants and the Brooks Brothers trademark since 1850.


Featuring crafted sculptures comprised of over 800 handmade sheep suspended on golden threads which combine to make two Golden Fleeces, the precise construction illustrates the immaculate detailing of a Brooks Brothers product. One ‘chandelier’ is encased in a box lined with hand applied Dutch Gold leaf, the other in Brooks Brothers blue pinstripe. Outside on Regent Street, a bespoke life-size cast bronze sheep grazes on the pavement providing an element of playfulness and interaction.


The installation was on display during London Design Festival, London Fashion Week and Vogue Fashion’s Night Out, after which it was transported to Brooks Brothers’ store in Milan before embarking on a global tour. See a Dezeen video of all the projects HERE.



Client RIBA/Brooks Brothers

Shopfitting Marangoni Design (Milan)

Sculptor (bronze cast sheep) Jonathan Sanders

Foundry (bronze cast sheep) Nelson & Forbes

Gold leafing Hare & Humphries

Metallisation (hanging sheep) VMC Limited

Engineers Heyne Tillet Steel

Photography James Jones